Master’s degree in Marketing and Corporate Communication

Master’s degree in Marketing and Corporate Communication

Marketing communications (2014/2015)

Course code
Antonio Borghesi
Academic sector
Language of instruction
Teaching is organised as follows:
Activity Credits Period Academic staff
Lezione 1 5 primo semestre Paola Signori
Lezione 2 3 primo semestre Ivan Russo
Lezione 3 1 primo semestre Antonio Borghesi

Lesson timetable

primo semestre
Activity Day Time Type Place Note
Lezione 1 mercoledì 2:50 PM - 5:20 PM lesson Lecture Hall Menegazzi  
Lezione 1 giovedì 9:20 AM - 11:50 AM lesson Lecture Hall Menegazzi  

Learning outcomes

The aim of the module is to study in depth the enterprise communication, analysing the subject under the Marketing perspective understanding how to choose the right Communication Mix, with a particular attention to the management and control of the communication result. New marketing trends will be studied, too. The student will be enabled to have the right tools to understand the dynamics which lead to an organization communication decision, planning, management and evaluation.


1. Introduction to Marketing Communications
Meaning in Communications.How Marketing Communications Links to Buyer Behaviour. Brand Narrative in Marketing Communications. Trans-Media and Media-Neutral Planning in Communications.

2. How Marketing Communications Works
Branding and the Power of Marketing Communications. Brand Encounters. Brand Conversations . The Mechanics of the Marketing Communications Process. Conventional Approaches to How Marketing Communications Works. The Influence of Intermediaries in the Dissemination of Information. Word of Mouth and Peer-to-Peer Communications . Different Marketing Communications Process Perspectives. Approaches to How Consumers Process Marketing Communications in Making Purchase Decisions
3. Analysis of Target Audiences
Marketing Communications and Buyer Behaviour. The Nature of Consumer Decisions . The Role of Marketing Communications in Consumer Decision Making. Products, Consumers and Situations.

4. Effects and Objectives
Target Audience Segmentation. Communication Effects. Communication Objectives.
5. Strategy and Planning
Why do Marketing Communications have to be Integrated? Is it Promotional Strategy or Marketing Communications Strategy? The 5Rs of Marketing Communications Planning. Strategic Marketing Communications. The Contexts of Marketing Communications. Planning Marketing Communications. Campaign Planning Framework. Setting Budgets for Marketing Communications.

6. Strategic Positioning
Planning for Brand Positioning. Brand Positioning Strategy and Tactics. Positioning from a Customers Perspective. Positioning and Categorization. Positioning the Product Category. Changing Category Perceptions. Positioning in New and Emerging Market. Positioning in Mature Markets. Positioning in Different Contexts.
7. Tactics and Techniques of Positioning
The Link between Positioning Strategy and Tactics. Communication Effects Required. Tactical Positioning Guidelines. Brand Name. Logotypes. Typefaces. Packaging. Other Tactical Elements.
Improve the Position. The Cumulative Memetic Effects of Positioning.

8. Building Brand Equity
Understanding what Branding is. Dimensions of Brands. Functions of Branding. Introducing Brand. Equity. Brand Identity. Brand Personality. Building Brands. Brand Architecture. Measuring the Value of Brand Equity.
9. Brand Narrative and Relational Management
Evolving Brand Communications. Brand Meaning. The Need for Brand Narratives. Relationship Marketing and Relationship Branding. Investing in Relationships with Customers. Building Retail Customer Relationships through Loyalty Cards. Brand Communities.

10. The Marketing Communications Mix
What is the Communications Mix? Description of Communications Mix Tools. Advertising Strategy.
11. Advertising Strategy
Brand Positioning and Narrative Development. Target Audience Characteristics. Target Audience Relationship with the Brand and Advertising. Communication Objectives. Informational Content. Activity and Engagement. Strength of Argument. Argument Level: Means-End Chains. Number of Arguments. Appealing to Informational and Transformational Needs. Attitude towards the Communication. Requirements for Informational and Transformational Advertising Appeals. Flexibility.
12. Advertising Creativity
What is Advertising Creativity? Advertising Tactics to Achieve Attention Processing Conviction. Tools for Grabbing Attention. Tools for Learning and Conviction.

13. Media Concepts and Media Planning
Trends in Media. Media Concepts. Analysing Market Situations and Conditions Responding to Competitors Media Expenditure. Share of Voice. Asymmetric Competition. Media Planning Objectives. Media Selection Criteria. The Media Budget. Media Planning and Scheduling. Creative Media Planning. Integrated Marketing Communications.
14. Public Relations and Hybrid Marketing Communications
Targets for Public Relations. Tools of Public Relations. Strategy and Tactics of Public Relations.

15. Sales and Sales Promotion
The Nature of Sales and Sales Promotion. Sales and Sales Promotion in the Context of the Marketing Communications Mix. Sales and Sales Promotional Objectives. Sales and Sales Promotion as Part of Strategy. Sales Force Selling. Sales Promotional Tactics. Direct Marketing Promotions.
16. Beyond Traditional Marketing Communications
Brand Building through Marketing Communications. The Social Web in Context. The Changing Nature of Marketing Communications. Factors Affecting the Transformation of Marketing Communications. Social Web. Digital Conversation Platforms. Reinventing TV Advertising.

17. Evaluating Marketing Communications
Evaluating the Application of Marketing Communications in a Brand-Driven Organization. Primary Purpose of Evaluating Marketing Communications. Evaluation and Measurement Focus. Methods of Evaluating Marketing Communications. Environmental Issues in Marketing Communications. Ethical Considerations. Regulatory Controls. Green and Eco-Friendly Considerations.

The textbook are:

- Micael Dahlen, Fredrik Lange, Terry Smith, Marketing Communications: A Brand Narrative Approach, Wiley,2010
- SIGNORI P., Visioni, percorsi e verifiche nei controlli manageriali. Applicazioni al marketing e alla comunicazione, Milano, McGraw-Hill, 2008, chapters to be

Further reading material will be provided in the e-learning at the beginning of the semester.

Assessment methods and criteria

written and oral exam in Italian

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